The Collaborative International Dictionary of English v.0.48:

Trade name \Trade name\
   1.
      (a) The name by which an article is called among traders,
          etc.; as, tin spirits is a common trade name in the
          dyeing industry for various solutions of tin salts.
      (b) An invented or arbitrary adopted name given by a
          manufacturer or merchant to an article to distinguish
          it as produced or sold by him.
          [Webster 1913 Suppl.]

   2. The name or style under which a concern or firm does
      business. This name becomes a part of the good will of a
      business; it is not protected by the registration acts,
      but a qualified common-law protection against its misuse
      exists, analogous to that existing in the case of
      trade-marks.
      [Webster 1913 Suppl.] Tradeoff

WordNet (r) 3.0 (2006):

trade name
    n 1: a name given to a product or service [syn: trade name,
         brand name, brand, marque]